Apparently, People Think the Right to "Un-Swipe" Is Worth the Money

When Tinder announced it would charge for a premium membership with new features (such as the ability to un-swipe) and charge even more to any 30-and-older members—we were ready to write the dating app's eulogy. But, oh, how wrong we were.

Since Tinder Plus launched on March 2, it's generated about $3 million in revenue. "We think [Tinder] has reached unmatched global scale in terms of its user base," says Barclays analyst Chris Merwin in this New York Post article.

Users who opt for the Plus version of Tinder pay $9.99 per month for the formerly free app, while those 30 and older pay $19.99 per month. When compared with online apps like Match and JDate and eHarmony, it's not a lot of money, but is it necessary for an app that basically shows you only someone's first name, age, and geographical location? We'd love to know if un-swiping is leading to better matches and more-lasting relationships. Anyone? Bueller? If you've used it, please let us know.